Cosmoprof North America (CPNA)—held July 12–14, 2015, at Mandalay Bay Convention Center in Las Vegas—announced the launch of the Discover Scent program.

Presented in cooperation with Sniffapalooza, an organization that brings together fragrance aficionados and fragrance industry professionals, the program is inspired by close to a decade of success with Cosmoprof's exclusive Discover Beauty program, which facilitates one-on-one introductions of innovative beauty brands to forward-thinking retailers. Through this new program, CPNA aims provide emerging fragrance brands with a dedicated outlet to showcase directly to major distributors, retailers, and luxury spas and salons as a potential new channels for market growth. Like its Discover Beauty counterpart, Discover Scent participants will be carefully curated by the CPNA and Sniffapalooza teams.

Sniffapalooza was selected as the preferred partner with which to co-launch Discover Scent due to its extensive Rolodex of fragrance industry insiders and the success created by its founder, Karen Dubin. Dubin received the coveted Great Idea Award for Fragrance Innovation from Cosmetic Executive Women and International Flavors & Fragrances in 2013. The organization, which launched in 2002 and hosts fragrance-driven events for its members, partnered with Karen Adams in 2004. The collaboration between Dubin and Adams has extended Sniffapalooza’s network and influence within the industry over the past decade. Members include brand owners, consumers, perfumers, fragrance houses, fragrance journalists, authors and celebrities.

“Sniffapalooza is thrilled to be collaborating with Cosmoprof this year because this show represents everything we love and promote in the beauty and fragrance industries: creativity, innovation and education,” said Dubin. “We’re particularly excited to be curating Discover Scent and giving opportunities to 12 stellar brands to shine and show what makes them special and unique."

The Discover Scent program is open to new and limited-footprint fragrance brands offering personal or home fragrance products within the U.S. Participants will reap all of the benefits associated with Cosmoprof, including perks exclusive to the program such as access to the show’s VIP and media events.

Additionally, CPNA has partnered with Air Aroma, a scent design and branding agency specializing in ambient scenting, to create a custom Cosmoprof signature fragrance for the event. “Scent is what’s next in sensory branding for companies that wish to connect with customers and form memorable brand experiences,” said Lori Smith, Creative Director, Air Aroma. “We’re so excited to create a one-of-a-kind fragrance and to associate with the Cosmoprof North America show.”